Published 12:00 am, Wednesday, June 15, 2011

MIDDLETOWN - Sisters Ginny Wade-Fralick and Cindy Wolfram have operated Wild Orchid, a florist shop on Main Street, for the past 22 years with the intent to consistently do something creative.

The sisters use high quality flowers from around the state and worldwide to create imaginative and artful floral creations.

"We try to look for stuff that is sort of funky and different," said Wade-Fralick, about the flowers, greenery and vines that are used to create arrangements for their customers. "People think we may only do exotics based on our name, but we do a wide range of designs."

"We've always felt out product speaks for itself," Wolfram said. "That is how we advertise. People say 'we want to use you at our wedding because we saw what you did somewhere else.'"

Wade-Fralick and Wolfram have also taken an interest in charitable causes and their community, having donated to schools and fundraisers throughout the years.

"A lot of it is our time," said Wade-Fralick, about their contributions to the community. "In the end it is for a good cause and it is amazing how that comes back to you."

Wild Orchid has collaborated with many Middlesex Hospital events including 'Project Pink' a fundraiser and fashion show for survivors of breast cancer that was held this past April at Wadsworth Mansion.

"They have a passion for what they do as well as giving back to their community," said Meghan Burgess, coordinator of Middlesex Hospital's Comprehensive Breast Center, nurse practitioner and leader of the planning committee for Project Pink. "Several guests took notice of the gorgeous and unique arrangements throughout the venue. The event would not have been as classy and beautiful without their contribution."

Five years ago Wade-Fralick and Wolfram lost their book keeper to breast cancer and saw the event as a chance to give back, "It was the first time we donated everything" said Wade-Fralick. "It was amazing. We can't always donate everything that was just what we could do then."

Often the sisters find that local businesses and customers come to them just to ask their opinions.

"Sometimes people come to us just for ideas," Wade-Fralick said. "Part of a florist's job is consultations for all types of things. Our job sometimes is way more then just flowers -we do linens - we will theme a whole event from beginning to end."

"It is a nice compliment that people ask your opinion," Wolfram agreed. "Everyone thinks its fun to be a florist, but there is a lot of labor and stress with nature."

"Our design is different, we are always learning," said Wade-Fralick, who started working with flowers when she was 15-years-old and is self-taught in the art. "I did this instead of going to art school...I've taken classes to keep myself updated" she said.

"She is amazing," said Wolfram, about her sister's talents with flowers. "She just has a true gift for it."

A large part of the work is absorbing and growing with your own style based on your surroundings, Wade-Fralick explained.

"You need to be prepared for what people want or what is in demand," Wade-Fralick said. "It is funny how trends change. One month Gerber daisies are in demand, the next they're not."

One of the best parts of the job is getting to see kids come in and buy flowers for the first time, Wade-Fralick said.

"It is so sweet and great to see that they are not just going to pick them up at Sam's Club. They are coming to a special place."

Wade-Fralick and Wolfram are aware that flowers are a luxury and that people are conscientious about what they spend, they said. They agree that they are fortunate to have a great clientele.

"We try to educate our customers on why something would be a certain cost," said Wade-Fralick, about factors like flowers being in or out of season, and how long certain flowers last affecting how much they charge for any service.

"Being a small business everything affects us," Wade-Fralick said. "We had to raise delivery charges because of gas prices going up."

"I think people realize that we're pretty fair and honest," Wolfram said. "They realize they get a good product for what they pay for here."

Whether the product is a wedding, corporate event, funeral, holiday decoration or simple arrangement or standing order for an office, Wade-Fralick and Wolfram guarantee that you'll get quality service, they said.

"We try to be prepared for the day before," Wolfram said. "If we are doing a wedding or big event we don't take other orders - we don't over book. We are not going to do something to jeopardize the quality of what we do."

And a big part of that is the help the sisters get from their staff, "we're lucky we have great staff. We all have to work together. We may scream and yell - everyone thinks we are related," said Wade-Fralick, about the staff's camaraderie.

After all the shop is a family business, with both Wade-Fralick's two daughters and Wolfram's two sons helping out at the shop, especially over the summers, they said.

Wade-Fralick and Wolfram's mother, who owned a bridal shop back in the 80s that helped to launch the idea for Wild Orchid, also helps out in the shop once a week.

The majority of the work the sisters do at Wild Orchid is done by phone, and they encourage clients to call or email them to set up consultations.

"Graduations are big right now," Wade-Fralick said, "and weddings." Wade-Fralick explained that they get thank-you notes from all over from brides and customers.

"We've met some amazing people throughout the years," said Wolfram, who again credited their success to their devotion to the art.